Offer Funnel systems help organizations store media assets in a media-neutral format. By doing so, organizations can call upon the DAM technology to render the asset in whatever format a media channel dictates. These DAM solutions typically work with technologies that can convert assets from their raw format to the format needed for a particular output.
- Offer Funnel Review: Another crucial part of the content marketing platform is its ability to deliver content to multiple channels.
Multichannel content delivery is less about a single technology than a collection of black-box technologies used to deliver content to the respective channels associated with a marketing tactic. For instance, marketers can use technologies from Adobe such as InDesign Server or Digital Publishing Suite to deliver content to print and tablet, respectively. Other targeted delivery technologies are available in the marketplace for newsletter, social, video, and website publishing. If your content marketing platform vendor does not manufacture such multichannel technologies, they likely have integrated their content repository with other commercially available multichannel products.
Tie all your content together
OfferFunnel content types stored in media-neutral formats for reuse, you must now create associations among your content types, or “package” the content in accordance with the dictates of a campaign.
For instance, if an organization wants to come out with a special issue magazine; an associated website and tablet app; a Facebook page; and associated feeds to Twitter or Instagram, these different pieces of content (articles, images, galleries for the site, video or other rich media, associated site and social text, links, etc.) would be stored within a central repository.
Think of the workflow system as a place where editors and producers work to create the individual pieces of content, the content repository (with integrated digital asset management capabilities) as the general storage place for publication-ready visual assets, and the multichannel content repository as the place where all the elements of a marketing tactic are tied together for rendering to appropriate formats on a specific publication schedule.
Beware the silver bullet
Offer Funnel Discount recent years vendor-driven terms like customer-experience management have surfaced to describe pre-integrated content marketing platforms. And these platforms purport to encompass workflow management, content management (with digital asset management), multichannel publishing, and analytics. A few vendors additionally say they have traditional marketing automation and marketing operations management functionality included in the platform. While some of these vendor stacks are very promising, I urge you to look for a solution that can integrate deeply with the software tools that your various content contributors use to get their jobs done.
Also, if you happen to have in-house technology that already offers functionality described in this article, you may not need to replace those pieces. Some companies are doing quite well by integrating the best-of-breed technologies themselves or with trusted implementation partners.
The key, as always, is to document your solution requirements before looking at software. That way, you can be sure to map your needs to what is available in the software marketplace, then make decisions about what technologies you currently have that can continue to be used, what needs to be built, and what can be purchased.
